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Selling vs. Order Taking

If a buyer tells you what they want, you describe what you have, and they buy . . . Is that selling?

It’s order-taking

There’s nothing wrong with order-taking, but selling is something else. It involves persuasion. It specifically points to influencing how the buyer thinks about the following:

  • The problem or opportunity. Think of this as the buyer’s “exam question.”
  • Alternatives worth considering.
  • Risk and uncertainty: How to think about a future we don’t get to know.
  • Values and priorities: How to think about what matters. How to make tradeoffs.

professional seller is in the business of first understanding and then attempting to influence those dimensions to complete a sale.

An ethical seller is looking to make sales that benefit all parties.